DNSFilter has launched a revamped partner program for managed service providers, introducing a three-tier structure to better support MSPs facing increasing security needs and rising tool licensing expenses. The changes accompany research highlighting significant capability gaps and emerging cyber threats in the MSP market.
- Program introduces three partner levels with tailored benefits and support.
- 2026 MSP survey reveals 85% have unmet security capabilities and cost challenges.
- AI-generated phishing identified as the top emerging cybersecurity threat.
What happened
DNSFilter recently rolled out an expanded MSP partner program, transitioning from a single-level structure to a three-tiered system comprising Select, Accelerator, and Strategic Partners. Each tier offers progressively enhanced benefits such as access to a multi-tenant platform, dedicated sales engineering support, co-marketing funds, and custom enablement aligned with revenue goals. This redesign aims to better meet the varying commitment levels and resource needs of managed service providers.
The launch coincided with the publication of DNSFilter's 2026 research involving 100 senior U.S.-based MSP cybersecurity and IT professionals. The findings revealed that 85% of MSP leaders admit they cannot fully support certain security capabilities for clients, with licensing costs cited as the largest barrier to growing security revenues. The company’s expanded program is intended to address these pain points by providing more robust support and resources to partners.
Why it matters
Managed service providers are under rising pressure to keep pace with increasingly complex cybersecurity challenges while managing cost constraints. DNSFilter’s research highlights that nearly half of MSPs identify security tool licensing fees as their biggest obstacle, followed by difficulties managing large technology stacks and training overhead. These challenges hinder MSPs’ ability to expand security services profitably and meet client expectations.
Emerging threats such as AI-generated phishing and social engineering are now top concerns among MSP leaders, with 58% identifying these as the biggest security risks over the next 12 to 18 months. Additionally, significant gaps exist in delivering security posture reporting necessary for compliance or cyber insurance, which creates risks and missed revenue opportunities, especially for MSPs serving regulated sectors like finance and healthcare.
What to watch next
The new partner program’s success will likely depend on how effectively DNSFilter’s tiered approach helps MSPs overcome their security delivery and cost challenges. Providers and partners should monitor the adoption of enhanced support features such as dedicated account management, co-marketing funds, and tailored enablement as indicators of improved partner engagement and business growth potential.
Meanwhile, the evolving cybersecurity threat landscape, particularly the rise of AI-based attacks and identity theft tactics, will continue shaping MSP service offerings. The ability of MSPs to leverage platforms like DNSFilter’s to detect and prevent these advanced threats, alongside closing reporting gaps for compliance, will be critical to meeting client demands and avoiding revenue losses.